PENGARUH GREEN PRODUCT, GREEN ADVERTISING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ORIFLAME
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Institusion
Universitas Mercu Buana
Author
HAMIDAH, SITI
Subject
297.431 Buy Sell/Jual Beli
Datestamp
2020-02-18 05:30:54
Abstract :
Research to influence of green marketing, green advertising and brand image to purchase decisions. The case study or research object is Oriflame cosmetics. The research was conducted against 150 respondents who were in the FEB umb Ligkungan of Meruya campus. Therefore, the authors use quantitative research methods in the form of survey surveys. The data analysis or quantitative analysis tools used in this study are multiple linear regression analyses, validity tests, reliability tests and hypotheses testing. The results showed that the variables of Green Product (X1), Green Advertising (X2), and Green Brand (X3) were positively and significantly impacted by Oriflame's cosmetic purchase decision (Y). Keyword: Green Product, Green Advertising, Brand Image, purchasing decision Penelitian untuk mempengaruhi pengaruh green marketing, green advertising dan brand image terhadap keputusan pembelian. Studi kasus atau objek penelitian ini adalah kosmetik Oriflame. Penelitian ini dilakukan terhadap 150 responden yang berada di ligkungan FEB umb kampus Meruya. Maka dari itu, penulis menggunakan metode penelitian kuantitatif berupa survey kuesioner. Alat analisis data atau analisis kuantitatif yang digunakan dalam penelitian ini adalah analisis regresi linier berganda, uji validitas, uji reliabilitas dan uji hipotesis. Hasil penelitian ini menunjukan bahwa variabel Green Product (X1), Green Advertising (X2), dan Green Brand (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Oriflame (Y). Kata Kunci : Green Product, Green Advertising, Brand Image, Keputusan Pembelian.
Research to influence of green marketing, green advertising and brand image to purchase decisions. The case study or research object is Oriflame cosmetics. The research was conducted against 150 respondents who were in the FEB umb Ligkungan of Meruya campus. Therefore, the authors use quantitative research methods in the form of survey surveys. The data analysis or quantitative analysis tools used in this study are multiple linear regression analyses, validity tests, reliability tests and hypotheses testing. The results showed that the variables of Green Product (X1), Green Advertising (X2), and Green Brand (X3) were positively and significantly impacted by Oriflame's cosmetic purchase decision (Y). Keyword: Green Product, Green Advertising, Brand Image, purchasing decision Penelitian untuk mempengaruhi pengaruh green marketing, green advertising dan brand image terhadap keputusan pembelian. Studi kasus atau objek penelitian ini adalah kosmetik Oriflame. Penelitian ini dilakukan terhadap 150 responden yang berada di ligkungan FEB umb kampus Meruya. Maka dari itu, penulis menggunakan metode penelitian kuantitatif berupa survey kuesioner. Alat analisis data atau analisis kuantitatif yang digunakan dalam penelitian ini adalah analisis regresi linier berganda, uji validitas, uji reliabilitas dan uji hipotesis. Hasil penelitian ini menunjukan bahwa variabel Green Product (X1), Green Advertising (X2), dan Green Brand (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Oriflame (Y). Kata Kunci : Green Product, Green Advertising, Brand Image, Keputusan Pembelian.
File :
1. HALAMAN JUDUL.pdf
4. ABSTRAK.pdf
11. BAB 2.pdf
12. BAB 3.pdf
13. BAB 4.pdf
14. BAB 5.pdf
15. DAFTAR PUSTAKA.pdf
16. LAMPIRAN.pdf
2. SURAT PERNYATAAN KARYA SENDIRI.pdf
3. LEMBAR PENGESAHAN.pdf
5. KATA PENGANTAR.pdf
6. DAFTAR ISI.pdf
7. DAFTAR TABEL.pdf
8. DAFTAR GAMBAR.pdf
9. DAFTAR LAMPIRAN.pdf
10. BAB 1.pdf
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